When we craft our flashy admissions viewbooks, statement videos and feature stories, we hope they will cultivate “warm fuzzies.” Whether the goal is to get an alumna to donate or a student to apply, tapping that emotional core is critical to influencing behavior. But sometimes, the quickest path to making a connection can be found simply by being helpful. Good customer service can be our best marketing, and our web content is on the front line … [Read more...]
Live Content on a Low Budget
May 18, 2011 by
If there's one thing common to college campuses, it's events. We all have speakers, performances, panel discussions, cultural showcases, exhibits and other happenings scheduled weekly. We also have the events you can’t predict, whether it’s an unannounced visit by a local politician, a group discussion convened in reaction to a breaking news story or a spontaneous student gathering. While there are lots of ways we can report on an event, how … [Read more...]
Refresh Your Commencement Coverage with Compelling Content
April 20, 2011 by
It’s that time of year when flat hats and long robes are the height of fashion. That’s right, commencement is just around the corner. If you’re like me and coming up on your seventh straight commencement, it can be tempting to fall back on the conventional, tried-and-true approach. But this year, why not try something new? After all, commencement is a milestone that engages a majority of our audiences in one way or another, evoking pride, … [Read more...]
Creating a Social Media Content Calendar
March 30, 2011 by
With social media, it's easy to rely on one of my favorite "anti-strategies" – serendipity. Why not, right? People tweet awesome things every day about my school that I can just retweet. There's always a new article or an interesting video to post on Facebook. The hits just keep on coming. We'll be fine. You can’t plan social media! Until you have an episode of what I call Blank Page Panic. The symptoms of Blank Page Panic are clammy hands, … [Read more...]